Lead nurturing can be included within the overall process of branding a company and/or product, although when it refers to a prospect that may not have previously purchased anything from you, this ongoing process may very well be the defining activity that will lead to a conversion. In so far as the existing client or customer, lead nurturing can help ensure customer loyalty, and repeat or ongoing purchases from this already converted client – which can also be included within the Relationship marketing area.
An Overview of Lead Nurturing
The Internet provides a powerful tool for generating leads. It can also greatly help in nurturing leads, allowing your marketing operation to stay in regular contact with customers who may not be ready to buy today, but may soon need your products or services.
Online lead generation refers to creating customer interest in a company’s products or services via the Internet. By appealing to various interests online via articles, videos, surveys, announcements, etc., companies aim to collect the contact and/or demographic information of prospective clients. Once the contact information is gathered, marketers can get in touch with potential customers by social media, text messaging, emails or other forms of communication.
Just gathering contact information and making a perfunctory sales pitch just isn’t enough. To get the most out of your Internet marketing efforts, you need a solid online lead nurturing plan. Lead nurturing refers to building a relationship with potential customers over time by regularly touching base with them and keeping them informed, not only of what products and services you offer, but also with regards of what may be going on in the industry within which you operate. Maintaining the client relationship, as referred to as Relationship Marketing allows for reinforcement of the brand and as previously mentioned encouragement of brand and customer loyalty.
Lead Nurturing Tips
The following tips will help you in your online lead nurturing efforts:
- Set specific goals for your lead nurturing efforts. Specify how many times you should make contact with a potential client and set goals for conversions. Monitor your efforts to see what type of content is getting the results you want.
- Use multiple methods to appeal to leads. Take advantage of all the mediums for communication with modern era offers. Use social media posts to build interest, ask leads to sign up for texts and send the occasional invitation to watch a video or participate in a survey to your potential customers.
- Analyze the demographic data your leads supply and use that information to guide what type of content you send to them. Sending irrelevant or unwanted content is a sure way to turn off a potential lead.
- Build vibrant online communities that potential leads will want to be a part of. By establishing a fun social media page full of deals, pictures, interesting facts about your products and industry, etc., you won’t have to work as hard to reach potential clients. They’ll come to you, check out what you have to offer and eventually by something.
- Frequently analyze the content you’re putting up to see what is working and what isn’t. If a type of content isn’t moving customers, you may want to retool it or eliminate it.
Lead nurturing is a matter of patience, persistence and perseverance. If you keep at it and refine your practices, it can yield improved sales and profits for your company.